Online marketers need to overcome the kind of tunnel vision that blinds them to an accurate understanding of the relationship between good organic rankings and good paid positions, and start thinking about organic and paid as two sides of the same coin.

It’s clear that the challenges which marketers face when running paid search campaigns are becoming deeper and more complex.

Fluctuating and escalating keyword prices, increasing competition, unpredictable changes to the search engines’ algorithms, and unquantifiable evils such as click fraud are enough to strike fear into the heart of even the hardiest marketers. So perhaps it’s no wonder that so many persist in the comforting idea that a paid search strategy is optional and that SEO alone will do the job.

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